Best Practices for TV Advertising for Insurance Brands

Insurance decisions are rarely spontaneous. They’re tied to planning, preparation, and long-term protection. When consumers evaluate coverage, they want clarity, confidence, and a provider they recognize.

That’s where CTV and TV advertising plays a critical role for insurance brands - by establishing that trust at scale, long before a quote is requested and decisions are made.

Why TV Advertising Works for Insurance Marketing

For insurance brands, TV advertising isn’t just about visibility. It’s about being remembered when it matters most.

1. Insurance Decisions Are Made Before the Moment of Need

Insurance planning rarely happens in a rush. Coverage decisions are often tied to major life events and long-term planning.

TV advertising allows insurance brands to build recognition early - so when the time comes to review, switch, or bundle policies, the brand already feels familiar.

2. Trust Drives Insurance Choice

Insurance is a trust-based category. Customers want to feel confident they’re choosing a provider that’s reliable, established, and credible.

TV advertising places insurance brands in premium environments that signal legitimacy and scale, helping reinforce trust before a quote is requested or a policy is compared.

3. High Attention Supports Recall When It Counts

CTV ads are full-screen and unskippable, making them well suited for insurance storytelling and education.

That attention supports:

• Stronger brand recall
• Clear understanding of coverage types
• Higher likelihood of follow-up actions, like visiting a website or requesting a quote

For insurance brands, recall is often the difference between being considered, or overlooked.

4. Reach Households, Not Just Individuals

Insurance decisions are often made at the household level. TV advertising reaches families watching together, making it an effective channel for influencing shared decisions around coverage, bundling, and long-term protection.

Best Practices for Insurance TV Advertising

To get the most out of TV advertising, insurance marketers should focus on strategies that support planning, consideration, and conversion.

Build Early Brand Familiarity Through Consistent Visibility

Insurance decisions often happen quickly once a trigger occurs, but the brands considered are usually familiar long beforehand.

Consistent TV advertising helps insurance brands establish recognition over time, so when consumers begin evaluating coverage, your brand already feels known and credible.

Align Messaging to Life Moments and Planning Triggers

Effective insurance TV ads speak to the moments that prompt coverage decisions (moving, buying, growing a family, or reassessing existing policies).

Framing messaging around preparation and protection helps insurance brands stay relevant without relying on urgency-driven tactics.

Speak to Bundling and Long-Term Value

Insurance decisions aren’t one-off purchases. Many consumers look for ways to simplify and consolidate coverage.

With 39% of Paramount Ads Manager audiences bundling home and auto insurance, TV ads that clearly communicate value, protection, and long-term planning can influence consideration across multiple policy types - not just a single product.

Use Clear, Reassuring Messaging That Builds Confidence

Insurance advertising works best when it feels calm, clear, and confidence-building.

TV ads messaging should focus on:

• Protection and preparedness
• Coverage clarity
• Peace of mind

This approach supports trust-building and aligns with how people actually think about insurance decisions.

Measure Beyond Immediate Quotes

Insurance TV success isn’t just about instant conversions. Leading marketers look at:

• Website visits and quote starts
• Branded search lift
• Policy inquiries and follow-ups
• Conversions influenced over time

TV helps shape consideration long before a form is filled or a call is made.

How Paramount Ads Manager Helps Insurance Brands Advertise on TV

Paramount Ads Manager makes it easier for insurance brands to launch and measure TV advertising without enterprise-level complexity.

With Paramount Ads Manager, insurance marketers can:

• Advertise on TV across premium streaming content
• Reach households during high-attention viewing moments
• Launch campaigns quickly, even with lean teams
• Measure performance, including website visits and conversions

Paramount Ads Manager also helps you reach audiences that are already in an insurance-planning mindset.

Across Paramount Ads Manager Peak Placement audiences:

• 40% are likely to purchase auto, home, or life insurance in the next 12 months
• 33% are likely to purchase auto insurance
• 27% are likely to purchase homeowner or personal property insurance
• 20% are likely to purchase life insurance
• 17% have switched auto insurance policies in the past year
• 39% bundle home and auto insurance

Sign up today to discover how Paramount Ads Manager helps insurance brands advertise on TV and make an impact on the biggest screen in the home.